| Nowadays,corporate social responsibility is getting more and more attention from employees,and employees are more and more concerned about whether their company is a socially responsible company.However,corporate managers often ignore the impact of corporate social responsibility on employee organizational citizenship behavior,and the existing research on the mechanism of corporate social responsibility also needs to be enriched.This study starts with the attribution theory and uses the method of empirical analysis to find out the principle and mechanism of its effect by studying the impact of corporate social responsibility on employee organizational citizenship behavior.And the study finds the mediating role of moral elevation and organizational identification and the moderating role of altruistic motivation.In order to ensure the accuracy of the research and the scientificity of the obtained data,this study used a double-study model for data collection and analysis.The first study was a pre-study,a total of 514 valid samples were collected through a single-time questionnaire survey to preliminarily test the hypothesis.In order to further test the causal relationship between variables,the second study conducted a multi-time questionnaire survey,and 208 valid questionnaires were obtained after matching to further test the hypothesis.This study draws the following conclusions:(1)corporate social responsibility is positively correlated with employee organizational citizenship behavior that benefits individuals,and employee organizational citizenship behavior that benefits organizations;(2)moral elevation plays an intermediary role between corporate social responsibility and employee organizational citizenship behavior that benefits individuals,and employee organizational citizenship behavior that benefits the organization;(3)organizational identification plays an intermediary role between corporate social responsibility and employee organizational citizenship behavior that benefits individuals,and employee organizational citizenship behavior that benefits organizations;(4)the positive impact of corporate social responsibility on employee moral elevation and organizational identification are moderated by corporate altruistic motivation.When employees feel high corporate altruistic motivation,the positive impact of corporate social responsibility on employee moral elevation and organizational identification are strengthened;(5)corporate altruistic motivation moderates the indirect effect of corporate social responsibility on organizational citizenship behavior through employee moral elevation and organizational identification.When employees feel high corporate altruistic motivation,the indirect effect is stronger.The main theoretical contributions of this study are as follows:(1)The study enriches the research perspectives on the mechanism of corporate social responsibility,supplements the research on the perspective of employees on the basis of the existing corporate perspective and customer perspective,and expands the understanding of the role of corporate social responsibility.(2)The results of this study show that corporate social responsibility can improve employee organizational citizenship behavior through two paths i.e.employee moral elevation and organizational identification.This study innovatively proposes that the soft sense of moral elevation is also the driving factor and management foothold of organizational citizenship behavior that cannot be ignored.(3)The boundary conditions of the relationship between corporate social responsibility and employee organizational citizenship behavior are extended.The study takes corporate altruistic motivation as moderating variable,examines the simple moderating effect of corporate altruistic motivation on the direct relationship between corporate social responsibility and employee moral elevation and organizational identification,and the indirect moderating effect on employee organizational citizenship behavior.It is found that corporate altruistic motivation is an important boundary regulation of the impact of corporate social responsibility.In addition,the conclusions of this study have important practical implications for enterprise management,emphasizing that enterprises should not ignore social responsibility,but also pay attention to the impact of fulfilling social responsibility on employees and their own altruistic motivation.Enterprise managers in practice should no longer see the social responsibility as a burden,but should pay high attention to social responsibility,and conduct the reasonable planning and implementation,to build a responsible organizational environment,and by enhancing the improve employee moral elevation and organizational identification,to further promote more employee organizational citizenship behavior. |
